Nowadays, when a plethora of innovations found its way into the field of tourism marketing, the impact of the new technologies is likely to change the way international tourism will develop in the forthcoming decades (see Beeton, 2004; or Carl et al., 2007)

Strielkowski, W.

SocioEconomic Challenges Journal (Sumy State University)

Міністерство освіти і науки України 
Сумський державний університет 
Кафедра маркетингу та УІД 
Сумський регіональний центр 
інтелектуального розвитку 
Українська асоціація маркетингу 
Всеукраїнська спілка вчених-економістів 
 
 
 
 
 
Збірник тез доповідей 
X Міжнародної 
науково-практичної конференції 
 
«МАРКЕТИНГ ІННОВАЦІЙ 
І ІННОВАЦІЇ У МАРКЕТИНГУ» 
 
29 вересня – 1 жовтня 2016 року 
 
 
 
 
 
 
 
 
 
 
 
 
Суми 2016 
Strielkowski Wadim 
Cambridge Judge Business School, University of Cambridge 
 
INNOVATIONS IN TOURISM MARKETING:  
E-SERVICES AND MODERN TECHNOLOGIES 
 
Nowadays, when a plethora of innovations found its way into the 
field of tourism marketing, the impact of the new technologies is likely to 
change the way international tourism will develop in the forthcoming 
decades (see Beeton, 2004; or Carl et al., 2007).  
In the field of tourism marketing, there is clearly a shift from the 
traditional to the novel way of experiencing resources. This shift is largely based 
on employing a major fusion of information and communication technologies 
(ICT), as well as the new services (e-services) that bring into the picture various 
modern information technologies. Therefore, there exists a certain demand on 
the tourism market to assess the preferences of potential tourists for innovative 
and novel e-services that might enhance their experience before, during, and 
after a visit to the cultural destination of their choice. This assessment could 
provide policy-makers with important insights to help them appropriately 
shape the supply side of the tourism market in order to respond to the latent 
demand whilst developing sustainable cultural tourism strategies. 
Nevertheless, it has to be stressed that the role of innovative e-
services in tourism marketing and the part they might play in shaping the 
demand side has not been fully explored so far. Strielkowski et al. (2012) 
discuss the role of e-services in shaping up the digital cultural heritage offer 
in European cultural destinations (represented by Amsterdam, Genoa and 
Leipzig). Moreover, Strielkowski (2013) describes the results of the focus 
groups that were held in Prague with an aim to construct a blueprint for the 
mobile app (provisionally called «Golem») that would aim at exploiting 
local myths and legends (or mysteries and thrillers) in order to capture the 
new segment of the tourism market – e.g. the young and adventurous tourist 
who might be interested in exploring the Prague’s cultural heritage in a new, 
unknown way, to play city games or conduct «treasure hunts», etc. 
Overall, it can be seen that the potentials for cultural tourism in 
European cultural destinations is enormous and new paths should be found 
to develop its hidden and embedded layers. There are many realms of 
cultural tourism marketing with the most promising being the employment 
of the intangible cultural heritage. 
Although personal computers became probably the most important 
must-have item in the 1990s, the 2000s and the 2010s belong to the 
smartphones and (most recently) handhelds or tablets (with those two 
becoming one symbiotic device). Since the appearance of an iPhone, a 
revolutionary cellular phone with a touchscreen that combined the features 
23 
of a mobile phone and a portable computer, smartphones gained wide 
popularity and are currently owned by the majority of world’s population 
(see Apple, 2013). While most of Apple devices were relatively expensive 
and therefore unavailable for the larger masses, the introduction of Android-
based devices by Google made smartphones and tables widely available to 
the people from virtually all income groups.  
A very cheap but effective way how to innovate the traditional 
tourism marketing approach in European cities might be through game-like 
appsmartphone and tablet apps based in a cultural destination that would 
involve local stories, myths and legends and blend them with popular 
culture, represented by literary works and films. These apps might 
constitute quest-like games often played by teenagers and adults in urban 
locations (known as «treasure hunts») bearing the elements of the legends 
and the stories, narratives of the city’s most interesting parts and 
neighborhoods as well as including the interactive element of «being a part 
of the city». As far as the interactivity is concerned, the app should also 
include a contest-like element of multiple users playing against each other 
in real time, or competing for a prize or some incentive, thus resembling the 
«urban games» or «urban quests» that are often organized by the local 
residents in large cities and include elements of treasure hunt and gaming. 
This contribution explores the potential of the geolocation game app 
based on the events of «Operation Anthropoid» that took place in Prague in 
1942. The geolocation game represents a very interesting example of 
innovations in tourism marketing using novel technologies. 
 
1. Apple. (2013), Summary data. Press release summary data. Retreived 
from: http://images.apple.com/pr/pdf/q3fy13datasum.pdf. 
2. Beeton, S. (2004), Film Induced Tourism: Aspects of Tourism. Channel View 
Publicationsm, New York, NY.  
3. Carl, D., Kindon, S., & Smith, K. (2007), Tourists' experiences of film locations: 
New Zealand as ‘Middle-Earth’. Tourism Geographies, Vol. 9 No. 1, pp. 49-63 
4. Strielkowski, W. (2013), Mystery and thriller tourism: Novel solutions for 
European cities, Turizam: znanstveno-stručni časopis, Vol. 61 No. 3, pp. 277-287. 
 
 
Taraniuk L.M., Gourango Mahapatro 
Sumy State University 
 
INNOVATION IN MARKETING OF TATA MOTORS 
 
Tata Motors Limited (formerly TELCO, short for Tata Engineering 
and Locomotive Company) is an Indian multinational automotive 
manufacturing company headquartered in Mumbai, Maharashtra, India, and 
a subsidiary of the Tata Group. Its products include passenger cars, trucks, 
vans, coaches, buses, construction equipment and military vehicles. It is the 
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Innovations in tourism marketing: e-services and modern technologies

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Innovations in tourism marketing: e-services and modern technologies

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SocioEconomic Challenges Journal (Sumy State University)